The cable industry’s TV Everywhere business is finally starting to shed the awkwardness that hobbled its initial launch efforts, according to thePlatform’s co-CEO Marty Roberts. However, one major issue still needs to be ironed out: Exactly which ads will users see when they log into their TV Everywhere services?

“It’s unclear” how the advertising situation will play out in TV Everywhere, Roberts said here on the sidelines of the cable industry’s INTX trade show.

Roberts explained that, after several years of stops and starts, the TV Everywhere business has been largely built out by most cable companies. “It’s been evolving and getting better over time,” Roberts said. “Most TV Everywhere strategies have been worked out.”

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